Gartner Expert

Mikako Kitagawa

Director Analyst

Mikako Kitagawa is an Analyst at tech. quantitative innovation in Gartner, where Ms. Kitagawa covers devices, personal technologies and SMB market. The coverage includes market sizing, forecast, market trends, vendor's competitive landscape, buyer's behavior and segmentation of both consumer and business.

Previous experience

Prior to joining Gartner, Ms. Kitagawa worked as a marketing researcher for a Japanese market research firm in Tokyo - Japan Marketing Institute - and she worked closely with major Japanese manufacturers for consumer products. She conducted marketing research projects, such as new product development marketing strategies' planning, and crafted various marketing tools and strategies, including magazines and seminars. In the U.S., she worked for a portal site,, where she was responsible for conducting digital marketing and advertising plans, as well as marketing research for internet users.

Professional background

Japan Marketing Research

Market Researcher


B.S., Business Administration (Marketing), With Honors, magna cum laude, San Francisco State University

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Top Issues That I Help Clients Address

1How can we target small and midsize business (SMB) market efficiently, and what is the best way to approach them?

2What are the requirements of SMB's IT operation, and how can we build and design our products and services based on SMB's IT needs?

3How SMBs use technologies and what are the motivation for them to drive IT investment?

4How businesses use devices and what are the opportunities for us to increase our device and related service sales?

5How consumers use technology products and services, and how can we increase our products and services for consumers?